It’s a brand new year, a fresh start; a new beginning; so may be your brand needs a makeover, a fresh coat of paint, or a spring clean? In marketing parlance it’s called re-branding. But what does the term rebrand mean?
A MONKEY IN SILK IS STILL A MONKEY NO LESS
Rebranding however needs to go much deeper than just cosmetic changes. You can’t present a new look to the market but inside nothing changes
There are lots of misconceptions about what a rebrand actually means.
Some people think of branding as a dark, mysterious and probably evil art practised by hidden persuaders of capitalism or are veiled in a kind of arcane mystery, as though it was exclusively the province of specially qualified executives in huge and complex companies. For others the words ‘brand’ and ‘brand identity’ is just another subset of marketing.
But brand isn’t really about any of these things. It’s actually much more important than that.
‘Brand identity’ isn’t just your logo. And it shouldn’t be complex or mysterious.
Your ‘brand identity’ is serious and important to your business but it’s also very simple in its essence. Brand is about meaning. In short, your brand is the sum-total of all the meanings that all your possible audiences carry around about you in their heads and in their hearts. And meaning says this is the right one for me. It speaks to the intuitive side; it creates an affinity allowing the more rational arguments to be heard.
In other words, your brand is everything that your customers and prospective customers think, feel, say, hear, read, watch, imagine, suspect and even hope about your product, service or organisation.
There’s one more crucial element to remember from the beginning about your brand: it’s not about size. It is perfectly possible to be a brand with just a few dozen loyal customers. You can be a local coffee shop and be a great brand.
So what your brand means to people is every bit as important as what it looks like, if not more so. And how to manage this meaning is another story . . . .